In his opening address to delegates at the trade association's
annual conference at Crieff Hydro tomorrow (17 June), Benson will
call for all those involved in the wholesale industry north of the
Border to "look at what the consumer really, really wants" and
consider how to adapt to their ever-changing needs.

Themed 'Vision', the conference highlights the differences in
the market north of the Border and explores ways in which suppliers
can capitalise on these differences by seeking out opportunities
for growth and working with wholesalers in a more innovative way
for mutual benefit.

Benson will further suggest that in the current economic
climate, wholesalers and suppliers should actively seek out
opportunities, rather than rein in ambitions for growth and the
implementation of new ideas and business practices. "The economic
climate at the moment is challenging," he says. "But that should
create more opportunities for both wholesalers and suppliers who
supply the independent market.

"We really should be taking advantage of the fact that the
average consumer has less cash in their pockets, restricting spend
in the multiples but giving a far bigger opportunity for top-ups in
their local store."

He adds: "I believe we can all take advantage of the recession
if we raise our game and take some risks. We need to be more
creative with our marketing and continue to train our staff to the
highest possible standards."

George Benson, urging all delegates to "take on board a minimum
of three suggestions" coming out of the conference, touches on some
of the key industry developments over the last two years -
Heineken's acquisition of Scottish & Newcastle, for example,
and Kraft's takeover of Cadbury's.

"There's always been change but this is the first year we have
really seen serious change in the landscape of Scottish
wholesaling," he says, pointing to the sale of Edinburgh's Bellevue
and Dundee-based CJ Lang's Martex to Batleys. "Suppliers need to
fully understand the implications of what's happening north of the
Border and how events could impact on their own businesses."

The president also points to the close relationship the SWA
shares with its fellow trade associations, the Federation of
Wholesale Distributors (FWD) and the Scottish Grocers' Federation
(SGF). "The SWA is the link between wholesalers and suppliers,"
says Benson, "not only in Scotland but with other key trade
associations.

"We are delighted that Kate Salmon, our executive director, now
sits on the FWD Council and, in a reciprocal agreement, James
Bielby of the FWD sits on the SWA Council. It is our goal to work
much more closely with the SGF, particularly in the areas of
legislation and lobbying - surely it makes sense to have joined-up
thinking on these key areas rather than duplicating the effort?

"The Scottish Wholesale Association is right at the heart of the
industry, working on your behalf to help identify new opportunities
- as well as making your voice heard loud and clear when it comes
to lobbying on all the key issues of the day."